Guestbooks & Landing Pages

Takeaway: Get inside your customer’s head. Walk out the steps of their “onboarding”. Plan out information delivery. Understand their emotional journey.

You’ve arrived at your Airbnb and you’re excited to explore the local area. Your journey started on your phone looking up accommodation, booking and getting instructions from your host and you’ve now arrived. If the accommodation is self-service, you’ve used the lock-box, opened the door and have had a look around. One of the common things you see is the guest guidebook. It might be a folder with plastic sleeves with tourist brochures in there and home-printed A4 sheets in Times New Roman welcoming you and telling you no pets, smoking or parties. And it’s fine because everyone does this.

For a systems person, you’re looking at the customer journey, their emotional journey and the feelings you want to elicit. Similar to a website landing page, you want to look at the information they’ve received already, the information they need right now and the information they may explore later.

Page one is an authentic welcome letter that touches on who you are (side benefit is that people are more likely to clean and not trash somewhere that is owned by people they connect to), some history of the house or area and the next steps (maybe a nearby walk, mentioning gifts in the fridge or giving ideas for things that people love to do at your place – have a bath, watch the sunset from the front room, explore dinner spots etc).

Next is the practical page.